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angeles. in his chicago office today, co- founder michael donahue told me there will be a lot more to lyfe. >> we're looking at new york, we're looking in chicago, and we're looking at a few other major markets. if i put the map on the wall, you could pick them. >> reporter: obviously, in california, you have people who are more health conscious, so this kind of idea would sell very well there. but can it sell in the midwest? can it sell in the east coast? can it sell in the south? >> we believe 100%. at the end of the day, we want to go where you mitigate risk, where the people are open-minded to it, and we believe there are pockets of it in every location and every city in america. but when you start a new concept, go where you believe it's going to be the most successful and you mitigate some of that risk. >> reporter: now, you're looking to source locally, correct? >> correct. >> reporter: how difficult is it to do that? it sounds very expensive. >> you have to look at the etymology, the beginning of trends, and when the consumer starts to change-- and all of the pressure is on locally
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